本文關(guān)鍵詞： 企業(yè)形象 企業(yè)形象識(shí)別系統(tǒng) 石油化工企業(yè)　出處：《上海外國(guó)語大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：企業(yè)形象識(shí)別系統(tǒng)（CIS）戰(zhàn)略是著眼于樹立良好企業(yè)形象的一種競(jìng)爭(zhēng)戰(zhàn)略，20世紀(jì)50年代起，歐美各國(guó)的大型企業(yè)紛紛開發(fā)和導(dǎo)入CIS戰(zhàn)略并獲得成功。我國(guó)企業(yè)也從20世紀(jì)90年代導(dǎo)入CIS戰(zhàn)略，對(duì)我國(guó)企業(yè)提高經(jīng)營(yíng)管理水平起到了顯著作用。但是目前國(guó)內(nèi)企業(yè)在具體應(yīng)用CIS戰(zhàn)略還存在認(rèn)識(shí)和實(shí)踐上的種種問題，需要認(rèn)真研究解決。 S公司實(shí)施CIS戰(zhàn)略與其他行業(yè)企業(yè)的不同之處在于S公司是一家內(nèi)外貿(mào)一體的石化產(chǎn)品經(jīng)營(yíng)公司。石油化工行業(yè)是我國(guó)的支柱產(chǎn)業(yè)，石化產(chǎn)品大多涉及國(guó)民經(jīng)濟(jì)命脈及國(guó)家能源安全，但是石油化工行業(yè)由于其自身的特性，又屬于高風(fēng)險(xiǎn)行業(yè)。生產(chǎn)中涉及的物料危險(xiǎn)性大，發(fā)生火災(zāi)、爆炸、群死群傷事故幾率高；復(fù)雜的生產(chǎn)工藝和嚴(yán)苛的運(yùn)行條件，，易出現(xiàn)突發(fā)災(zāi)難性事故。突發(fā)事故對(duì)企業(yè)形象的損傷不容小覷。 加上社會(huì)輿論環(huán)境日趨復(fù)雜，在這多重背景下，如何成功地塑造良好的企業(yè)形象，幫助企業(yè)創(chuàng)造良好的輿論環(huán)境和市場(chǎng)競(jìng)爭(zhēng)環(huán)境，從而促進(jìn)企業(yè)生產(chǎn)經(jīng)營(yíng)和改革發(fā)展，具有重要的現(xiàn)實(shí)意義。 因此本文站在企業(yè)形象識(shí)別系統(tǒng)(CIS)的角度，以S化工銷售有限公司（以下簡(jiǎn)稱S公司）為例，首先介紹了本文的選題背景和研究意義；接著系統(tǒng)闡述企業(yè)形象和企業(yè)形象識(shí)別系統(tǒng)等理論觀點(diǎn)，為下面實(shí)證研究奠定理論基礎(chǔ)；其次分析了S公司實(shí)施CIS戰(zhàn)略的行業(yè)環(huán)境，然后通過對(duì)S公司企業(yè)形象識(shí)別現(xiàn)狀的梳理找出存在的問題并針對(duì)該公司的企業(yè)形象識(shí)別系統(tǒng)展開策略研究；最后對(duì)本研究進(jìn)行了總結(jié)，同時(shí)指出研究的不足及未來的研究展望。
[Abstract]:Enterprise image identification system (CISIS) is a competitive strategy aiming at establishing a good corporate image since 50s of the 20th century. The large enterprises in Europe and the United States have developed and introduced the CIS strategy successfully, and the Chinese enterprises have also introduced the CIS strategy since 1990s. It has played a significant role in improving the level of operation and management of Chinese enterprises, but there are still some problems in understanding and practice in the concrete application of CIS strategy in domestic enterprises at present, which need to be seriously studied and solved. The difference between S Company implementing CIS strategy and other industries and enterprises is that S Company is a petrochemical products management company integrated with domestic and foreign trade, and petrochemical industry is the pillar industry of our country. Petrochemical products mostly involve the lifeline of national economy and national energy security, but petrochemical industry belongs to high risk industry because of its own characteristics. The accident probability of group death and group injury is high; Complex production technology and strict operating conditions are prone to sudden and catastrophic accidents. The damage to the corporate image can not be underestimated. In addition, the social public opinion environment is becoming more and more complex, in this context, how to successfully shape a good corporate image, to help enterprises to create a good public opinion environment and market competition environment. Therefore, it is of great practical significance to promote the production and management of enterprises and reform and development. Therefore, from the point of view of enterprise image identification system (CISIS), this paper takes S Chemical Marketing Co., Ltd (S Company for short) as an example, firstly introduces the background and research significance of this paper. Secondly, it systematically expounds the theory of corporate image and corporate image identification system, which lays a theoretical foundation for the following empirical research; Secondly, the paper analyzes the industry environment in which S company implements CIS strategy, and then finds out the existing problems by combing the status quo of S company corporate image identification and carries out the strategy research on the corporate image identification system of S company. Finally, this paper summarizes the research, and points out the shortcomings of the research and future research prospects.
【學(xué)位授予單位】：上海外國(guó)語大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.722;F270

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